Casio introduced the world’s first mass-produced digital watches; the Japanese multinational company was founded in 1947. It expanded from calculator production to watch production. Moreover, the vision of Casio is to be on the frontiers of addressing environmental issues. Some of Casio’s competitors include but are not limited to Swatch, Seiko, Timex and Armitron. The company stands for a combination of heritage and innovation, representing the culture behind their Vintage Collection.
Casio’s new Vintage Collection targets a younger audience by recycling old designs under the “vintage” trend. They aim to retain a customer base that value nostalgia, affordability and simplicity.
With these values in mind, the branded content film focused on the notion of time and its vitality for relationships. It focused on a young couple trying to make their long-distance relationship work but being in different time zones impedes them from connecting. At the end of the film, the couple manages to connect virtually for their anniversary meal with the help of the Casio watch.
The film could be showcased on the company’s platform or other third-party platforms such as TV or social media. This campaign could be successful for Valentine’s Day as it has a heartwarming tone on romantic relationships. Conveniently, it relates to the circumstances of the COVID-19 pandemic, where many people have been affected by self-isolation and quarantine. There is an emphasis on the hopeful feeling of togetherness and how time is precious, which audience members can easily relate to. The film conveys the values of affordability and simplicity by focusing on a young couple and a simple lifestyle. In addition, the values of heritage and innovation are also communicated by placing a nostalgic watch design to a younger generation. The campaign moves the brand forward by linking the product to a problem that many young adults face in the twenty-first century.